Marketing Camp Mgt

SAP CRM 7.0Detailed View

SAP CRM 7.0 – Marketing

Campaign Management

© SAP 2008 /

1. Overview 2. Campaign Planning3. Campaign Development4. Campaign Optimization5. Campaign Execution6. Campaign Analysis

Content

© SAP 2008 /

Marketing analytics

Marketing capabilities in SAP CRM

Web and e-mail PartnersDirect

mailCall

centerField sales

Customer

Predictive analytics

Lead management

Lead generation

Lead qualification

Lead distribution

Segment and list management

External list import

Segments and list mgmt.

Marketing attributes

Mkt. resource management

Strategy and planning

Budget and costs

Couponing

Measurement and reporting

Customer analytics

Forecasting and planning

Branches or stores WirelessPOS and

ATMs

Optimization and refinement

Product analytics

Loyalty management

Program management

Reward rule management

Membership handling

Marketing Capability in SAP CRM – Building Blocks

© SAP 2008 /

A Typical Campaign Case Study

Our company wants to accelerate demand for a new product offeringTo do this, we want to plan, budget and execute a demand generation campaign as part of our integrated 360° marketing planWe want to target the most promising customer segment for the campaignTo optimize the result while minimizing cost, for each target customer the contact channel should be determined based on customer profitabilityFor customers responding to the campaign we want to drive an automated dialogWe want to constantly track and measure performance against goals and budgetsWe want to leverage lessons learnt to improve campaign best practices in the future

© SAP 2008 /

Campaign Management – Process View

Campaign as part of the integrated Marketing PlanProductsResponsesCosts

Plan

Campaign TacticsTarget SegmentsChannel Strategy

Develop

Optimize Contact Channel for each Customer based on Profitability

Optimize

Automated Dialog Marketing across multiple channels

Execute

Campaign PerformanceLessons Learnt –Campaign Best Practice

Measure

Make real-time, midcourse adjustments

Update all enterprise customer information

© SAP 2008 /

1. Overview 2. Campaign Planning3. Campaign Development4. Campaign Optimization5. Campaign Execution6. Campaign Analysis

Content

© SAP 2008 /

Step 1 – Campaign Planning

Plan

Marketing Calendar for full visibility into 360° Integrated Marketing Plan

© SAP 2008 /


Plan

Integrated Cost Planning

© SAP 2008 /


Plan

Integrated Product Planning

© SAP 2008 /


Plan

Integrated Response Planning

© SAP 2008 /

Campaign Planning – Highlights

Integrated BudgetingPlanning across multiple planning dimensions e.g.

product planningcost planning and distributioncoupon planning with redemption rate simulationcampaign response planning

Integration with back office (finance and accounting)Status dependent plan “snap shots” to track plan changes over time

ExecuteDevelop OptimizePlan Measure

© SAP 2008 /

1. Overview2. Campaign Planning3. Campaign Development4. Campaign Optimization5. Campaign Execution6. Campaign Analysis

Content

© SAP 2008 /

Step 2 – Campaign Development

Develop

Define Campaign details, communication strategy, product to be promoted, and further details

© SAP 2008 /


Develop

Define Customer Segments to be targeted

© SAP 2008 /


Develop

Define Channel StrategySupport of outbound and inbound channel strategies

Outbound marketinge-mail, SMS, Fax,…File export / Letter shopsInteraction CenterWeb ShopSales ForceChannel Partners

InboundCampaign related pricing, cross- and up-selling proposals in Web Shop and Call CenterIn 2007 enhancements for real-time offer management are planned to be delivered

© SAP 2008 /


Develop

Personalized Mail Forms for 1:1 marketing communications

© SAP 2008 /


Develop

Develop Surveys to be used in Campaign Automation

© SAP 2008 /


Develop

From „One-Shot“ Campaigns to Multiwave CampaigsSupport of different Campaign setups

Single Campaigns

Automated Multiwave Campaigns (Campaign Automation)Graphical Process ModelingDefinition of Rules to trigger follow up steps (Taken Customer Responses into Account)

Recurring CampaignsPeriodically reoccurring marketing activities

© SAP 2008 /

Campaign Development – Highlights

Support of all relevant tactics and channel strategiesSupport Multiwave Campaigns/Recurring Campaigns

Graphical Process ModelingFollow ups based on customer response (rule-based)

Integrated Pricing (Discounts)Full visibility of internal parties and external vendors /partners involvedWorkflow-based approval processes and flexible authorization conceptDirect access to powerful, visual Segment Builder

Sampling of customer database to enable fast target group modelingControl Groups, splitting to support testing and validationIntegrated analytics, quick counts and hit previewsDe-duplication and segment prioritization


© SAP 2008 /

Campaign Development – Highlights

Mail Form Editor Plain text, HTML, multi-MIME supportAttribute PersonalizationMultiple Link Tracking

External List Management to easily integrate data from other sourcesIntegrated Action Handling Overview about the history of changes (Change Documents)Integrated contact statistics


© SAP 2008 /


Content

© SAP 2008 /

Step 3 – Campaign Optimization

Optimize

(Optional Step) – Maximize Campaign Success by optimizing Contact Strategy based on Analytical Insight

© SAP 2008 /

Campaign Optimization – Highlights

Integrated simulation and optimization engineApply response rates based on historical dataApply constraints (e.g., budget, channel capacity)Optimize offer / segment and channelcombinationsSimulate campaigns to ensure better resultsPredict relevant success key figures, such as response rates, costs, profits, and marketing ROI


Campaign Optimization – Highlights

© SAP 2008 /


Content

© SAP 2008 /

Step 4 – Campaign Execution

Execute

Pre-build integration of Campaign Execution into all Execution Channels of SAP CRM – as well as open interfaces for External Execution Channels

Web and e-mail PartnersDirect

mailCall

centerField sales

Customer

Branches or stores WirelessPOS and

ATMs

Campaign Execution

© SAP 2008 /

CRM 7.0 What is new With Campaign Execution?

Campaign execution has been enhanced to address high volumes of business partners and marketing prospects.

No changes to previous campaign execution functionality – new functionality is additive to existing functionality.

variables in mail forms streamlined for execution

© SAP 2008 /

CRM 7.0What is new With Campaign Execution?

Mail Forms

Streamlined number of variables for personalization

© SAP 2008 /

CRM 7.0 What is new With Campaign Execution?

Configuration – new communication media for high volume execution

Email and file export destinations : campaign execution results written to Web Application Server file directory for further processing

© SAP 2008 /

Campaign Execution – Highlights

Multi-channel execution pre-integrated into SAP CRM interaction channels

e-mail, SMS, Fax, File export / Letter shops,…Interaction center

Interactive scripting - Integration with surveys – Bounce handlingE-commerce

Link tracking - Bounce handling – E-commerce / campaign revenue recognition

Mobile bi-directional integration with SAP Mobile sales - Central or local planning, execution and deployment - Support of “face to face”campaigns and promotions

Partner Channel ManagementPublishing of campaigns to partners - Structured view for partners on campaigns

Support of Indirect Channelsmedia campaigns, coupon campaigns via retail execution / clearing houses


© SAP 2008 /

Campaign Execution – Highlights

Automated multi-wave Campaign Dialogs (Campaign Automation)

Graphical interface tailored to marketing users for designing and implementing real-time, event-triggered multi-wave campaigns across all channelsRule-based decision tree logic based on customer profile, survey results, customer behavior, results of previous step, participation in certain campaign

Bounce Management Define rules for Bounce determination and assign Actions for automatical follow-up processingSupport of Soft- and Hard-bouncesEasy to enhance

Interaction Object to support high performance execution of mass campaigns and

Integrated into the complete reporting frameworkAllows detailed reportingVery fast


© SAP 2008 /

Campaign Analysis – Highlights

Closed-loop analysis of campaigns measuring campaign performance based on facts tracked for the relevant KPI’sLeveraging the analytical power of SAP BWIntegration with financials, order management, supply chain allowing for a true 360° picture and increased accountability of marketersOut-of-the-box business content to get you up and running fast


© SAP 2008 /

Service Enabling Marketing: SOA Services for Campaigns and Target Groups

Business Object Service Name Process ComponentCampaign Approve Campaign Campaign Management

Campaign Cancel Campaign Campaign Management

Campaign Change Campaign Campaign Management

Campaign Create Campaign Campaign Management

Campaign Execute Campaign Campaign Management

Campaign Find Campaign Basic Data by Elements Campaign Management

Campaign Read Campaign Campaign Management

Campaign Release Campaign Campaign Management

Target Group Cancel Target Group Campaign Management

Target Group Create Target Group Campaign Management

Target Group Find Target Group Basic Data by Elements Campaign Management

Target Group Read Target Group Campaign Management

Target Group Update Target Group Campaign Management

© SAP 2008 /

Copyright 2008 SAP AGAll rights reservedNo part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG. The information contained herein may be changed without prior notice.

Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors.

SAP, R/3, xApps, xApp, SAP NetWeaver, Duet, SAP Business ByDesign, ByDesign, PartnerEdge and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and in several other countries all over the world. All other product and service names mentioned and associated logos displayed are the trademarks of their respective companies. Data contained in this document serves informational purposes only. National product specifications may vary.

The information in this document is proprietary to SAP. This document is a preliminary version and not subject to your license agreement or any other agreement with SAP. This document contains only intended strategies, developments, and functionalities of the SAP® product and is not intended to be binding upon SAP to any particular course of business, product strategy, and/or development. SAP assumes no responsibility for errors or omissions in this document. SAP does not warrant the accuracy or completeness of the information, text, graphics, links, or other items contained within this material. This document is provided without a warranty of any kind, either express or implied, including but not limited to the implied warranties of merchantability, fitness for a particular purpose, or non-infringement.

SAP shall have no liability for damages of any kind including without limitation direct, special, indirect, or consequential damages that may result from the use of these materials. This limitation shall not apply in cases of intent or gross negligence.

The statutory liability for personal injury and defective products is not affected. SAP has no control over the information that you may access through the use of hot links contained in these materials and does not endorse your use of third-party Web pages nor provide any warranty whatsoever relating to third-party Web pages

Weitergabe und Vervielfältigung dieser Publikation oder von Teilen daraus sind, zu welchem Zweck und in welcher Form auch immer, ohne die ausdrückliche schriftliche Genehmigung durch SAP AG nicht gestattet. In dieser Publikation enthaltene Informationen können ohne vorherige Ankündigung geändert werden.

Einige von der SAP AG und deren Vertriebspartnern vertriebene Softwareprodukte können Softwarekomponenten umfassen, die Eigentum anderer Softwarehersteller sind.

SAP, R/3, xApps, xApp, SAP NetWeaver, Duet, SAP Business ByDesign, ByDesign, PartnerEdge und andere in diesem Dokument erwähnte SAP-Produkte und Services sowie die dazugehörigen Logos sind Marken oder eingetragene Marken der SAP AG in Deutschland und in mehreren anderen Ländern weltweit. Alle anderen in diesem Dokument erwähnten Namen von Produkten und Services sowie die damit verbundenen Firmenlogos sind Marken der jeweiligen Unternehmen. Die Angaben im Text sind unverbindlich und dienen lediglich zu Informationszwecken. Produkte können länderspezifische Unterschiede aufweisen.

Die in diesem Dokument enthaltenen Informationen sind Eigentum von SAP. Dieses Dokument ist eine Vorabversion und unterliegt nicht Ihrer Lizenzvereinbarung oder einer anderen Vereinbarung mit SAP. Dieses Dokument enthält nur vorgesehene Strategien, Entwicklungen und Funktionen des SAP®-Produkts und ist für SAP nicht bindend, einen bestimmten Geschäftsweg, eine Produktstrategie bzw. -entwicklung einzuschlagen. SAP übernimmt keine Verantwortung für Fehler oder Auslassungen in diesen Materialien. SAP garantiert nicht die Richtigkeit oder Vollständigkeit der Informationen, Texte, Grafiken, Links oder anderer in diesen Materialien enthaltenen Elemente. Diese Publikation wird ohne jegliche Gewähr, weder ausdrücklich noch stillschweigend, bereitgestellt. Dies gilt u. a., aber nicht ausschließlich, hinsichtlich der Gewährleistung der Marktgängigkeit und der Eignung für einen bestimmten Zweck sowie für die Gewährleistung der Nichtverletzung geltenden Rechts.

SAP übernimmt keine Haftung für Schäden jeglicher Art, einschließlich und ohne Einschränkung für direkte, spezielle, indirekte oder Folgeschäden im Zusammenhang mit der Verwendung dieser Unterlagen. Diese Einschränkung gilt nicht bei Vorsatz oder grober Fahrlässigkeit.

Die gesetzliche Haftung bei Personenschäden oder die Produkthaftung bleibt unberührt. Die Informationen, auf die Sie möglicherweise über die in diesem Material enthaltenen Hotlinkszugreifen, unterliegen nicht dem Einfluss von SAP, und SAP unterstützt nicht die Nutzung von Internetseiten Dritter durch Sie und gibt keinerlei Gewährleistungen oder Zusagen über Internetseiten Dritter ab.

Alle Rechte vorbehalten.

Marketing Camp Mgt

Documents

Transcript of Marketing Camp Mgt